Survey evaluates downtown needs

Mark Thompson and Brian Balfour of Fond du Lac walk in downtown Fond du Lac. A recent survey of 450 people offers ideas for how to improve life and commerce in and around the city's Main Street district.(Photo: USA TODAY NETWORK-Wisconsin)Buy Photo

FOND DU LAC - More than 450 people living and working in Fond du Lac’s downtown have weighed in on how the heart of the city and its Main Street district could be improved.

Many employees working downtown feel that it doesn’t present a positive image to visitors and say storefronts could be more attractive. They want more restaurants within walking distance and shops to stay open longer.

People 18 to 34 listed a cleaner and a more beautiful downtown as a top priority, while for families and older households, it was improved shopping opportunities.

Business owners saw parking and recruiting and retaining employees as their biggest challenge.

These differing opinions are voiced in a 2016 Downtown Fond du Lac Market Study and Plan, recently released by the Fond du Lac Downtown Partnership.

Some main takeaways from the survey include the need to boost economic vitality, increase visual appeal, enhance downtown’s marketing image, and get the community more involved.

Executive Director Amy Hansen said they embarked on the project to better identify businesses that may be in demand so they can develop a recruitment strategy using hard data.

Buy Photo

Downtown Fond du Lac is in need of improvements, according to the results of a survey.(Photo: USA TODAY NETWORK-Wisconsin)

Another key element of a thriving downtown — the human factor — was explored by asking people what they would invest their money in downtown — things like more food options, or convenient and specialty shops.

“People are looking for businesses and product types that are unique to Fond du Lac, things you can’t find in a big box store or by shopping on the internet,” Hansen said. “Families are telling us they want to see kid-friendly offerings, like art shops and things to do indoors.”

Here are some of the highlights from the report:

» Downtown property values have increased at a greater rate than properties elsewhere in the city. A total of 133 new units have been added downtown over the past 14 years. Another 112 units will be needed by 2020.

» A significant number of rental units downtown cater exclusively to individuals qualifying for affordable housing or seniors, providing minimal options for younger households or downtown employees seeking quality options. There is a demand for owner occupied units downtown.

» More than one quarter of residents in the core of downtown are between the ages of 25 and 34, versus only 15 percent citywide.

» There is a shortfall of businesses providing general merchandise items.

» About 3,000 employees are estimated to work downtown.

» Popular downtown destinations that were cited in the survey include, among others, the library, YMCA, post office, Mix it Up Bakery, Lillian’s, The Bagelmeister, the Farmers Market and Fat Joes.

» Residents (versus workers) were more likely to frequent healthcare destinations, convenience stores, fitness centers and the Farmers Market. They tended to shop more at places like Wal-Mart, Target, grocery stores and the Forest Mall.

» The downtown’s strengths were listed as: pedestrian and bicycle friendly, good business hours and it being a safe place, both day and night.

» Two main weaknesses listed in the survey were the storefronts and downtown presenting a positive image.

» Of the businesses surveyed just under two-thirds remained open until 6 p.m. Currently only 12 businesses are open on Sundays.

A Downtown Exploratory Committee, tasked with finding ways to improve the city’s central hub while embracing its historic character, will use the survey to hone in on some key recommendations, said committee chairperson and downtown business owner Sam Meyer.

“We decided to wrap our arms around the market analysis and dig deeper into two specific areas,” Meyer said. The committee will be identifying how to make the downtown a welcome destination for diverse users 24-7, and define downtown’s identity, using assets already there and developing others.

Meyer said the first task involves coming up with ideas to bring more color and vegetation to the downtown by enhancing the green area around parking lots, continuing to offer building improvement programs and create branded photo opportunities to increase social media activity. St. Paul’s Cathedral was used as an example, citing is as a great spot to shoot wedding photos.

The second initiative would involve matching key properties with potential opportunities, and promoting public art in and around downtown.

The committee’s final report is due to the Fond du Lac City Council in December.

Hansen said after visiting six other communities that are comparable to Fond du Lac, 52 recommendations that could enhance downtown were listed in the survey, with 11 items made a priority. The survey can be found at downtownfdl.com.

“The recommendations put the ideas out there,” Hansen said. “I am eager for individuals, groups, businesses, property owners to come forward and help with these initiatives.”

Reach Sharon Roznik at sroznik@fdlreporter.com or 920-907-7936; on Twitter: @sharonroznik.